Journal
PSYCHOLOGY & MARKETING
Volume 23, Issue 10, Pages 841-864Publisher
WILEY
DOI: 10.1002/mar.20136
Keywords
-
Categories
Ask authors/readers for more resources
To investigate changes that e-coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon-usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e-coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e-coupons. Also, heavy users of e-coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use e-coupons if they have more access to e-coupons. On the other hand, heavy users of traditional coupons have relatively low intention to use e-coupons if they have less access to them. (c) 2006 Wiley Periodicals, Inc.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available